Content Marketer Marcus Sheridan (aka The Sales Lion) asked a room full of conference attendees one simple question: What makes a great website?

After much laughter, and many answers, the following became clear.

A great website is helpful, easy to navigate and gives the user instant information.

Marcus, who travels the globe teaching people how to use their websites to grow their business said that the two most popular answers to the question are 1) websites help customers find what they are looking for, and 2) they find it fast.

Simply put, as consumers, we are looking for websites that give us the answers to our questions, and that give us those answers fast.

Why? It’s simple.

We live in a fast-paced society. We make decisions very quickly. With the immediacy of Google search, we don’t expect to waste time to search for answers. We expect the web to anticipate our questions, and have the answers readily available.

In today’s hectic environment, we have grown more impatient, and more demanding, but at the same time, we have become more loyal.

This means that if we find our information jackpot, the answers to what keeps us up at night, we will keep coming back again and again.

Think about that. What are your favourite websites to go to? Why do you go to them?

So why don’t our business websites reflect what we look for in other websites? Are we the exception? We all want to be different. We all want to be special.

Guess what? We are special… but we’re not.

What we do is special, but the rules we play by do not change. If I don’t like you, I won’t buy from you. End of story.

That’s how it works. We all play by the same rules. We think we don’t, but we do.

Why, then, do we make it so hard for our visitors, our guests, our customers, to navigate our websites? Are we giving them what they want? How can we prevent frustration for our visitors?

"Frustration is the F-word of the internet."

— Marcus Sheridan


Your customer’s time is valuable. If you are not providing the answers they are looking for, you are not helping them. Start helping them. Answer their questions.

Clients trust you to have the answers. Why are you hiding the answers? If you are not posting an answer on your website that your client expects you to know, you create a trust issue. Teach your clients. Education creates trust. Start teaching. As a bonus, Google likes to reward the teachers.

It’s more important to say who you are not, than who you are. We spend too much time telling people who we are, what we do, and why we’re awesome. Simply telling me you’re awesome is not going to gain my trust.

Where do you start?

Start here: They ask. You answer.

How many times are you asked the same questions over and over again about your business? Start by answering those questions. The top searches in Google are “How to” and “What is”.

Every time you have a question from a client put the answer online! Remember, your clients want answers and they want them fast.